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It was meant to be a life-affirming message of recovery, from a career trough back to being the world’s best golfer, but Nike’s latest advertisment has backfired. The ad, showing a picture of Tiger Woods overlaid with the quote “winning takes care of everything”, has sparked criticism of the sportswear company on social media. The ad has gained 8,000 “likes” on Facebook, but there were also suggestions that it sent out the wrong message, in light of the very public meltdown of Woods’ marriage. Marketing experts described the strategy by Nike as “risky” in reputational